“Just in the re-keying customer data from one system to another, dealers are wasting millions per year,” said Harris (pictured).

“The wider cost and damage to quality in terms of the customer experience will be significantly higher.”

Codeweavers analysis of dealer technology reveals that costs and agility are both suffering, due to technology being unfit for purpose and dealers taking “the wrong approach”.

The report states that the “greatest barrier” is that legacy technologies are often accompanied by legacy thinking in dealerships, OEMs and in tech suppliers.

As the market approaches GDPR in May, Codeweavers predicts that many dealers will have uncovered the vast amount of re-work their team has put in duplicating customer information.

Harris said: “Dealers need to recognise that just like consumers, they should expect ‘good outcomes’ from their IT suppliers.

“Collaboration, not complacency, should be their expectation with technologies talking to one another and taking unwanted friction out of dealer processes and if their incumbent suppliers won’t change it’s time to ‘swipe & delete’ because more than ever there are better options out there.”